Makower has been writing about business and the environment (in
the US context) for twenty years, and he starts this book with an
admission of error. He used to think, he says, that the green
revolution would be led by consumers, but these days they are
largely ambivalent even while many companies are seeking to improve
their environmental practices. The key reason is that reducing
energy use and waste improve the bottom line, and there is constant
pressure from regulatory authorities. There has also been a new
generation of up-and-comers in the business world, whether in
engineering, marketing or product development, who believe that
sustainability will eventually define the marketplace.
A surprising aspect of Makower's investigations is how many
companies downplay their environmental initiatives. In some cases,
this is because to make a claim simply draws the attention of green
activists, and the attention usually turns into criticism.
A central problem is the lack of useful metrics to judge
performance. Confusion is an even greater problem in marketing,
where there is so much 'greenwash' that legitimate claims are
buried. Makower points to some standards that are under
development, and suggests that the system for rating the
environmental impact of buildings could be a good model.
There are many interesting ideas here but no grand theme, let
alone a solution. Maybe that is more related to the subject than
any shortcomings of the author. For better or worse, the story of
business and the environment is a work in progress.
- Derek Parker
